Communication Theories

A theory is a framework of principles and statements devised to explain a group of facts or phenomena. Communication is an information related behavior. Communication theories can be traced back to the age of Aristotle. He addressed the communication process and developed the Art of Rhetoric which seems to be a base for the communication theories that were developed in due courses. The Art of rhetoric developed by Aristotle emphasizes on three components in the communication process- speaker, message and the listener. He represented the communication process taking the form of an orator who targets the mass audience.

The first communication model was a simple sender-channel-message –receiver model. Over a future period of time the emphasis on obtaining feedback was added to this communication model.

An excellent example of the Schramm’s communication model in the real world would be in the classroom. The teacher encodes his/her message from a source (knowledge) to the students. On the other side, students send their feedback to the teacher with respect to decoding of the message i.e. clear understanding of the teacher’s lecture or message.

Another example of the application of the Westley Maclean model is with respect to a news agency. A news agency finds out the signals or sources available in the environment and delivers the message as one message while reporting on the television. If the public in question have sufficient information and knowledge about the topic of the intended news ,they can question the news agency incase such information is not true or partially true which acts as a feedback.


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